Mars Shifts Creative on Key Brands

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Mars is shifting creative duties on key brands to ensure that each has a single agency in major markets, sources said.

The shifts include brands such as Snickers, Whiskas, Dove chocolates and Mars, according to sources.

The Snickers move will result in Omnicom Group’s BBDO regaining the U.S. duties that it lost to sister shop TBWA\Chiat\Day in 2006, said sources. The brand’s major media spending typically ranges between $30-40 million annually.

The loss is a blow to TBWA\C\D’s New York office, for which Snickers had been a significant creative platform.

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